HubSpot Reporting key terms

A record type that stores one kind of business data in HubSpot, such as contacts, companies, deals, tickets, or custom objects. Reports select objects as their data sources.

A field on a record that holds a specific value, like Lifecycle Stage or Deal Amount. Each property has a type and can be used to filter, group, or measure in reports.

A link between two records, such as a contact linked to a company or a deal linked to a ticket. Associations let reports pull data from more than one object.

A contact property marking how far a person has progressed from subscriber to customer. Reports use it to track funnel conversion and to segment audiences by buying readiness.

A pipeline is an ordered set of stages a deal or ticket moves through; the stage records its current position. Reports measure value and conversion at each stage.

The HubSpot user assigned to a contact, company, deal, or ticket. Owner-based reporting compares rep and team performance and supports dashboards filtered by seller.

A grouping of records that is either static, with manually added members, or active, refreshing automatically against filter criteria. Lists segment audiences and feed campaign and report analysis.

A HubSpot page holding a set of report cards arranged for viewing. Dashboards can be private, shared with selected users or teams, or set as a default.

A single report placed on a dashboard, such as a chart, table, or single number. Each card keeps its own filters and can be resized, duplicated, and edited independently.

A date range or property filter applied to the whole dashboard so every compatible card updates together. It lets viewers change period or audience without editing individual reports.

A prebuilt dashboard supplied by HubSpot for a common use case, such as sales or service performance. Teams clone it and customise cards for their own data.

A scheduled email delivering a dashboard snapshot to chosen recipients at a set frequency. It keeps stakeholders updated without anyone opening HubSpot manually.

One visit by a visitor to your website. Multiple page views during the same visit count within a single session, and sessions are the base unit for most traffic metrics.

A single loading of a web page. Views include repeat visits by the same person, unlike visitors, so the gap between the two indicates how much repeat engagement occurs.

An analytics report grouping sessions by where visitors came from, such as organic search, direct, referral, paid, social, or email. It shows which channels actually drive visits.

Tags added to a URL, covering source, medium, campaign, term, and content, that record exactly which campaign produced a visit. They make campaign-level traffic reporting reliable.

The share of sessions in which the visitor left without going further, counted in HubSpot as sessions with a single page view. It flags relevance or page-experience problems.

Analytics showing the pages where sessions began, with visit volume, contacts created, and conversion rate. It identifies which entry pages actually generate leads.

HubSpot's growth model of attract, engage, and delight, in which happy customers create word of mouth that brings new business. Reporting around it focuses on retention and advocacy, not only acquisition.

Retention is the proportion of customers kept over a period; churn is the proportion lost. Both are derived from customer status changes and measure flywheel health after the sale.

A survey metric asking how likely a person is to recommend you, scored from minus 100 to 100 as promoters minus detractors. HubSpot feedback surveys collect and report it.

A service object recording a customer request and its resolution. Ticket reports on volume, resolution time, and reopen rate expose friction in the delight stage of the flywheel.

The elapsed time between a record's creation and its close or resolution date. Tracking it by stage, owner, or pipeline reveals where deals and tickets stall.

Return on investment, calculated as revenue minus cost, divided by cost and shown as a percentage. In HubSpot it combines attributed revenue with spend recorded on campaigns or ads.

The rule deciding which marketing touchpoints receive credit for a deal or conversion. HubSpot offers models such as first touch, last touch, and linear, and the choice changes reported performance.

A HubSpot object that groups marketing assets and recorded spend under one initiative, allowing traffic, contacts, deals, and revenue to be reported together against cost.

Total sales and marketing spend divided by the number of new customers won in a period. Comparing it with customer lifetime value shows whether acquisition spending is sustainable.

The monetary value stored on a deal record. Summing closed-won amounts, grouped by source or campaign, is the foundation of revenue attribution and ROI reporting.

A HubSpot report plotting the sequence of interactions contacts have with your business, showing how many follow each path and where they drop out before converting.

Any interaction a contact has with your company, such as an ad click, page view, form submission, or email open. Journey and attribution reports credit these events.

A report counting records or contacts at each successive step and the conversion rate between steps. It shows which stage loses the most and therefore deserves attention first.

HubSpot's tool for building reports across one or more objects, where you choose data sources, join related objects, and define fields, filters, aggregations, and formulas yourself.

The object a custom report is built on, to which other objects are joined. It determines which records appear in the result and how the chosen metrics aggregate.

A report that combines associated objects, for example deals joined with campaigns or contacts joined with tickets, revealing relationships that single-object reports cannot show.

The operation that summarises values in a report, such as count, sum, average, minimum, or maximum. Choosing the wrong aggregation produces misleading totals and averages.

A calculated metric created in the report builder that combines existing fields with arithmetic, such as dividing closed-won revenue by the number of deals won.

Role-based access determining which objects and reports a user can view or edit. Sensitive revenue, pipeline, and cost reports are typically restricted to specific teams.

Values set for a metric over a chosen period against which reports plot actual progress. They turn a descriptive dashboard into a performance tracker for a team.

How often HubSpot recalculates report data and syncs connected sources. Knowing the timing prevents misreading a stale number as a real drop in performance.